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The printed Double Jaw Method worksheet on a dark desk beside a pen, with the top jaw and bottom jaw sections and a who-refers-to-us checklist.

The Double Jaw Method Worksheet: Your Practice's Marketing on One Page

Practice Growth

October 24, 2026

By Blake Hickey, founder of Double Jaw Marketing. For practice owners, doctors and office managers. Updated October 24, 2026.

Double means two. The top jaw is the thinking, and it stays put. The bottom jaw is the action, and it does the moving. You need both.

I named the Double Jaw Method after my own double jaw surgery, but I've worked this way since 2006: figure out the ideal customer first, then take action. This sheet lets your team fill in both jaws in one sitting, before anyone spends a dollar on ads.

How to use it

Print it, put it in the middle of the table at your next team meeting and fill in the top jaw before you touch the bottom jaw. Keep the answers in your patients' words, not marketing words.

Top jaw: the thinking

It stays put. Decide this first.

Who the right patient isThe case type you want more of, the towns you serve and the worries they bring to the first call.

What they search and askThe words they type into Google and the questions they ask AI search like ChatGPT, Perplexity and Google AI Overviews before they call.

The messageWhat they need to hear from you first, in their words. Three points, no more.

Both close on the right patientIf the top jaw is fuzzy, everything in the bottom jaw costs more. That's why it comes first.

Bottom jaw: the action

It does the moving, built on the top jaw.

Getting in front of themGoogle search and Maps, AI search, Facebook and Instagram ads, and the offices that refer to you. For an orthodontist, that can mean general dentists, oral surgeons, SLPs and pediatricians, not just one dental office.

The website they land onA page on your website that answers their first questions, shows real photos of your office and team, and makes calling easy.

Follow-upA fast callback, consult reminders and an easy way to review and refer after treatment.

Once it's liveEach campaign gets measured and tuned, and what books the right cases gets more of the budget.

Print for your team

The Double Jaw Method on one page

Both jaws on one sheet, with room to write, plus your first three fixes and who owns each one. Put your logo in the box and print it.

Print it, or choose Save as PDF in the print window. Only the sheet prints, on US Letter paper.

Your logo here

[Practice name]
Filled in by: [Names]
Date: [Date]

The Double Jaw Method on one page

Top jaw first: the thinking. Then the bottom jaw: the action. You need both.

Top jaw: the thinking. It stays put.

Who the right patient is Case type, towns, first worries
What they search and ask Google searches and AI questions
The message Three points, in their words

Both close on the right patient.

Bottom jaw: the action. It does the moving.

Getting in front of them Google, Maps, AI search, ads, referring offices
The website they land on What it answers, what it skips
Follow-up Callback time, reminders, reviews, referrals

Who refers to us

General dentists
Orthodontists or oral surgeons
SLPs, pediatricians or ENTs
Schools and community groups
Past patients

First three fixes

Fix, and who owns it

The Double Jaw Method, from Double Jaw Marketing, doublejawmarketing.com. Double Jaw Method is a trademark of Hickey Media LLC. General marketing information, not legal or medical advice.

THE DOUBLE JAW METHOD ON ONE PAGE Practice: [Practice name] Filled in by: [Names] Date: [Date] TOP JAW: THE THINKING. IT STAYS PUT. Who the right patient is (case type, towns, first worries): What they search and ask (Google searches and AI questions): The message (three points, in their words): Both close on the right patient. BOTTOM JAW: THE ACTION. IT DOES THE MOVING. Getting in front of them (Google, Maps, AI search, ads, referring offices): The website they land on (what it answers, what it skips): Follow-up (callback time, reminders, reviews, referrals): WHO REFERS TO US [ ] General dentists [ ] Orthodontists or oral surgeons [ ] SLPs, pediatricians or ENTs [ ] Schools and community groups [ ] Past patients FIRST THREE FIXES (fix, and who owns it) - - - The Double Jaw Method, from Double Jaw Marketing, doublejawmarketing.com. Double Jaw Method is a trademark of Hickey Media LLC.

Want it filled in with you?

That's what the Method Review is: a free 15-minute call with Blake, walking both jaws against your practice. You keep the written Method Plan either way. Book a Method Review

Blake Hickey

Blake Hickey has worked in marketing since 2006 and runs Hickey Media LLC in Jupiter, Florida. He is the marketing director at an IT and cybersecurity company, hosts and produces The Florida Bar Business Law Section's continuing legal education series on lawyer advertising compliance, and plans the campaigns, shoots the video and designs the ads himself. He writes from accounts he has run, not from theory. Nothing here is legal advice, and no result is promised.

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